LinkedIn Authority Builder
Here's what most people get wrong about LinkedIn: they're trying to go viral.
Viral doesn't pay your bills. Being remembered by the right 500 people when they need what you do — that pays your bills.
This skill builds a content system that makes you impossible to forget for your target audience. Not through hacks. Through consistency and clear positioning.
Before We Build Anything
I need to understand your situation:
- What's your expertise? What do you know cold?
- Who needs to remember you? Specific titles, company stages, industries.
- What do you want from LinkedIn? Leads? Job offers? Speaking gigs? Partnerships?
- What's your unfair advantage? Experience, perspective, or access that others don't have.
- What are you doing now? Posting? How often? What's working?
The strategy depends on the answers.
Step 1: Nail Your Positioning
Before content, get clear on your angle.
The one-liner:
I help [specific audience] with [specific outcome] through [unique approach].
Example:
I help growth-stage founders build marketing systems that scale — combining 15 years of strategy with AI-powered execution.
If you can't say it in one sentence, your content will be unfocused.
Your headline formula:
[Role] | [What you do for who OR tagline]
Examples:
- "AI Marketing Architect | I build your AI marketing system. Then I run it."
- "Former Nike CMO → Now helping founders avoid the branding mistakes I made"
The headline is prime real estate. Don't waste it on your job title.
Step 2: Pick Your Content Pillars
These are the 3-5 topics you'll own. Everything you post should fit into one of these buckets.
Good pillars:
- You have genuine expertise (not just interest)
- Your target audience cares about it
- You can produce content on it consistently
- It connects to what you sell
Example pillars:
- AI-powered marketing (what I sell)
- Founder marketing lessons (what I've learned)
- Brand positioning (my expertise)
- Behind-the-scenes building (makes me human)
- Hot takes on marketing trends (keeps it interesting)
The ratio:
- 70% core expertise (builds authority)
- 20% adjacent insights (makes you interesting)
- 10% personal (makes you relatable)
Step 3: Know Your Formats
Different formats for different goals:
| Format | Good For | Engagement |
|---|
| Story | Connection | High |
| Framework/List | Authority | High |
| Hot take | Reach | Variable |
| Case study | Proof | Medium |
| Behind-the-scenes | Trust | Medium |
The winning mix:
- 2-3 frameworks per week (authority)
- 1-2 stories per week (connection)
- 1 case study or proof point per week (credibility)
Step 4: Master the Hook
The first line determines if anyone reads the rest. Make it count.
Hooks that work:
"Most founders get [topic] wrong. Here's why:"
"I spent 15 years learning this the hard way:"
"[Counterintuitive statement that makes them stop scrolling]"
"The best [X] I know all do this one thing:"
Hook principles:
- Specific beats vague
- Numbers add credibility
- Tension creates curiosity
- Punchline first, context second
Step 5: The Post Structures
The Story Post
[Hook — the moment or realization]
[Setup — quick context]
[Tension — what was hard or went wrong]
[Turn — the insight]
[Lesson — the takeaway]
[Question — drives engagement]
The Framework Post
[Hook — bold claim or problem]
[Why this matters — 1-2 sentences]
[The X-step framework:]
1. [Step + brief explanation]
2. [Step + brief explanation]
3. [Step + brief explanation]
[Key insight or summary]
[CTA or question]
The Hot Take
[Controversial statement]
[Your reasoning — 2-3 sentences]
[The nuance people miss]
[What to do instead]
[Question to drive comments]
Step 6: Set Your Rhythm
Minimum viable presence:
- 3x per week
- Same days/times
- At least 2 posts showing expertise
If you want growth:
- 5x per week (weekdays)
- Active commenting (20-30 min/day)
- 1 long-form article per month
Best times (test for yourself):
- Tuesday-Thursday mornings (7-9am)
- Tuesday-Thursday lunch (12-1pm)
- Avoid weekends for B2B
Step 7: Engage Like a Human
Posting is half the game. Engaging is the other half.
Comment strategy:
- 5-10 thoughtful comments per day on posts from your target audience
- Add value, don't just say "Great post!"
- Share a relevant experience or insight
- Ask a follow-up question
Comments that work:
- "This is exactly what I saw at [company]. We also found that..."
- "Interesting take. What about the case where [alternative scenario]?"
- "Adding to this: [your framework or step they didn't mention]"
What You Get Back
A complete LinkedIn strategy doc:
## Your Positioning
- Headline: [optimized]
- One-liner: [what you do for who]
## Content Pillars
1. [Pillar + what you'll cover]
2. [Pillar + what you'll cover]
3. [Pillar + what you'll cover]
## Weekly Schedule
- [Day]: [Format + Pillar]
- [Day]: [Format + Pillar]
- [Day]: [Format + Pillar]
## First 5 Post Ideas
1. [Hook + brief description]
2. [Hook + brief description]
3. [Hook + brief description]
4. [Hook + brief description]
5. [Hook + brief description]
## Engagement Plan
- Who to engage with
- How much time daily
- What kinds of comments
What Not to Do
❌ Posting only about yourself and your company
❌ Inspirational quotes with no substance
❌ Engagement bait ("Comment YES if you agree!")
❌ Posting once then disappearing for 3 weeks
❌ Only broadcasting, never engaging
❌ Walls of text with no formatting
Need help building your LinkedIn presence?
→ Book a strategy call
Skill by Brian Wagner | AI Marketing Architect | brianrwagner.com
